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Cyber Week After-Action Report: A Record Breaking Year

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Cyber Week After-Action Report: A Record Breaking Year

Cyber Week After-Action Report 2019: A recap of Thanksgiving, Black Friday, Small Business Saturday, Super Sunday, and Cyber Monday.

Intro

The biggest selling week of the year for merchants – Cyber Week – has come to an end. The week long shopping frenzy resulted in record setting sales and new trends that took off like wildfire. Creatuity took the time to gather the results, and dissect the metrics and trends of Cyber Week 2019 in the following report.

Cyber Week

The trends for the overall week resulted in an increase in total sales across all verticals when compared to 2018. Thanksgiving Day and Super Sunday saw the biggest increase in sales, with 26% growth. While digital sales were a huge trend this year, brick-and-mortar store sales also increased; a quarter of consumers were willing to travel more than 25 miles to visit a physical store for a good discount.

• 49% of total orders came from mobile devices or tablets
• Sales across all verticals increased 21% compared to last year
• Thanksgiving and Super Sunday saw the biggest sales increase with a 26% increase
• Average order value (AOV) saw a 9.9% increase from last year
• Gross merchandise value (GMV) saw a 21% increase from last year
• Brick-and-mortar sales saw a 4.2% increase from last year
• 25% of shoppers travelled more than 25 miles to visit a physical store
• The use of mobile wallets increased by a staggering 82% from last year

Thanksgiving

While Black Friday and Cyber Monday typically reign supreme during Cyber Week, this year Thanksgiving Day experienced a surge in sales. Online sales were record breaking and the majority of traffic came from smartphones.

• Gross merchandise value (GMV) saw a 26% increase
• Average order value (AOV) saw a 7.7% increase
• Online sales hit a record high at $4.2 billion, a 14.5% increase from last year
• 45% of all sales came from smartphones, a 24.4 % increase from last year
• 63.4% of website visitors were using a smartphone to shop

Black Friday

As commerce becomes increasingly digital, so does Black Friday. Shoppers no longer want to camp outside their favorite stores for a discount, and instead are staying home; merchants are catching on and including online sales as a part of their Black Friday approach, something that used to be reserved solely for Cyber Monday. This Black Friday set a record for digital sales, with a whopping $7.4 billion spent online, an increase of 14% from last year.

• Gross merchandise value (GMV) increased 23%
• Average order value (AOV) increased 9.1%
• Record-selling year for Black Friday in America
• Brick-and-mortar sales were up 4.2% over last year
• Consumers spent $7.4 billion online, $1.2 billion more than in 2018
• Online sales increased by 14% from last year
• Smartphone sales raked in $2.9 billion, the largest ever for mobile shopping and a 21% increase from last year
• Stores offering buy-online-pickup-in-store (BOPIS) outperformed non-BOPIS by 64%

Small Business Saturday

• Gross merchandise value (GMV) saw a 25% increase
• Average order value (AOV) saw a 7.4% increase

Super Sunday

• Gross merchandise value (GMV) saw a 26% increase
• Average order value (AOV) saw a 5.5% increase

Cyber Monday

Cyber Monday, the biggest day for online shopping of the year, set records this year with a total of $9.4 billion spent. The 2019 results surpassed the previous year’s sales by $1.5 billion, a 19.7% increase. It was the largest shopping day of all time in the U.S.

• Gross merchandise value (GMV) saw a 13% increase
• Average order value (AOV) saw a 7% increase
• Record-breaking sales of $9.4 billion were spent online, making Cyber Monday 2019 the largest online shopping day ever in the U.S.
• $3.1 billion of total online sales came from smartphones, a 46% increase from last year
• BOPIS orders saw a 43% increase

Strategy

Paid search during Cyber Week 2019 had the greatest results, attributing to 24.4% of sales. Direct traffic resulted in 21.2% of sales, followed by natural search at 18.8%. Email marketing increased 9% from 2018, with a 16.8% share of sales.

Most successful strategies:

• Selling via social media (Facebook and Instagram)
• Email marketing prior to Thanksgiving
• Selling on Amazon
• Omnichannel integration (BOPIS)
• Digital purchase options
• Checkout Optimization
• Influencer Marketing & Social Media Engagement

Takeaways

Merchants who saw great successes during Cyber Week engaged in tactics and strategies that focused on making the shopping experience easier for the consumer. This was the biggest way to convert shoppers into buyers, increasing conversion rates and overall revenue. When comparing the results of this year’s Cyber Week to last year’s, the following trends were most prominent:

Mobile and tablet sales increased
• 49% of total orders came from mobile devices or tablets
• Smartphone sales on Black Friday increased 21% from last year, making 2019 the largest year ever for mobile shopping on Black Friday
• Smartphone sales on Cyber Monday increased 46% from last year

Digital wallet use increased – a lot

• The use of mobile wallets during Cyber Week increased by a staggering 82% from last year

Omnichannel experiences were more appealing to consumers than singular channel experiences

• Stores offering buy-online-pickup-in-store (BOPIS) outperformed non-BOPIS by 64% on Black Friday
• BOPIS orders saw a 43% increase on Cyber Monday